The price an advertiser must pay to a publisher for each click on an ad.

CPC rates mitigates the risk for advertisers as they only pay when their ad actually gets clicked. It can cost up to $20 per click or more – the cost mainly depends on targeting high-demand audiences or popular phrases on Google.

eCPC means effective cost per click and is used to show what the CPC would have been if the advertiser purchased clicks instead of impressions or conversions.